Marketing your brand on Twitter for Social Media Professionals

Twitter 101Miqdaad Dohadwala

Twitter 101 Twitter Terminology Twitter Mechanics Twitter for brands Marketing on Twitter Twitter Tools Case Studies Your Live Project!


Twictionary! (Prefix TW) – Tweeting while performing other mundane tasks (For Example –

Twshitting, tweeting from the pot) Mentions – A tweet from another user mentioning YOU. (I Love you @FructisIndia) is

a mention Reply – A reply to a tweet you sent out. (Of course we love you @FructisIndia) Handle – Your identity on twitter (@FructisIndia, @FostersAoC) Hashtag – A trending topic, or a point of conversation. #Twitter4Noobs is a

conversational point rallying users around teaching Newbs twitter tricks Trends – A Hash tag that has picked up enough popularity to be picked up by

Twitter’s Algorithm and featured in the Trends List – (Trends can be personalized OR Geography based)

Follower – People that have subscribed to YOUR Twitter Account Following – People whose twitter account YOU have subscribed to Tweets – 140 Character updates Influencer – Twitter ke ‘Bhai’ log #FollowFriday – Hashtag to suggest your followers to follow another user/brand

(GarnierMenIndia: Hey tweeple! Follow @FructisIndia for Hair care and more!)


This is when you start taking notes.

#ForReal#TakeNotesNOW#QUICKLY

User Name/Password go here

A C

D

E

FG

BTwitter LayoutTwitter Layout

A Left Twitter Background Panel

This little piece right here is the crux of your Background image.

The Right Panel is only visible on Wide Screen Computers such as a designers iMac.

Word of Caution

All brand creative elements should ideally feature here without too much clutter.

B

The Twitter Menu Bar

Left Main Menu bar is divided into 4 parts- Home- Connect- Discover- Me

Right Main Menu bar is divided into three parts - Search row- Settings Button- Compose

B



The Home screen gives you a complete glimpse of your twitter account, options accessible here are:- Compose- Your Handle Info- Suggestions- Trends List- Tweets from accounts you follow

B



Clicking on the CONNECT Button further gives you 2 options!

1) Interactions – This is a collection of all mentions, follow notifications and re-tweets

2) Mentions – This option purely shows you twitter users that have tweeted to you (Initiating conversation or replying)

B



The Discover button shows you latest news from accounts you are following based on the number of interactions you have had with this brand.

THIS IS A USELESS BUTTON THAT YOU WILL NEVER USE.

B



The Me button shows you everything that’s up with your account – From who you are following, your followers, lists you subscribe to, similar accounts and also your Twitter COVER PICTURE

Which YOU will need to design for your brand!



This is The Search Bar

You can search for Relevant Hash Tags, People, Accounts, Trending Topics and lists for your brand to subscribe to.



The Settings Button

Here’s where you check • Your DM’s (Private Tweets your

followers send you)• Your Lists• The Help Menu• Keyboard Shortcuts (if you’re

bored)• Settings

• Change Creatives (BG, PP, CP)

• Change Name/Handle• Deactivate account (If you

click this button you die)



The Upper Right Compose Button

Here’s what hippies click to DRAFT a tweet. You can also –

- Add a location to your tweet

- Attach a Photograph with your tweet

CTwitter LayoutTwitter Layout

The Compose button

Here’s where most people tweet from.

You can use the previous option. We don’t judge.

D

E

Twitter LayoutTwitter Layout

Who to Follow: Suggestions on tweeple for you to follow based on your interests and people you already follow.

The Trends Map: Hash tags that have picked up popularity – You can see trending topics based on city, country, global and tailored (which is trending topics that would interest YOU)

F

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Twitter LayoutTwitter Layout

The Twitter Stream – Here’s where you see tweets from people that YOU are following!Right Twitter Background Panel – This isn’t as important as the left BG Panel but users with Wide Screen computers can view this hence it’s good to make use of this space too.


The Top TEN Brands!

And the NUMBER ONE BRAND ON TWITTER IS -

The Top Ten Rules for Brands on Twitter!

Rule #1

Tweet on Weekends.

That’s when your followers have more time to read!

Rule #2Find your

Niche!

Knowing when your followers are most responsive is half the battle!

Fashion: Engagement for clothing and fashion brands is 30% higher on weekends, but only 12% of the industry’s tweets are posted on Saturday and Sunday.

Entertainment: Tweets published by entertainment brands on Sunday and Monday receive 23% more engagement than average, while Thursday receives the lowest engagement.

Publishing: Engagement on Saturday is 29% higher than average, yet only 7% of

publishing brands tweet on that day.

Sports Brands: People are far more likely to engage with sports brands on Twitter during the weekend, which is no big surprise. Engagement rates are 52% higher on Saturday and Sunday than on weekdays

Rule #3Tweet when people are

BUSY!

Tweets sent during busy hours (8am to 7pm) receive 30% more engagement than tweets posted at other times (8pm to 7am), including Saturday and Sunday. 64% of brands tweet during busy hours and take advantage of this trend.

Rule #4Follow the

Right People

Your Following to Follower Ratio Matters – A person who has 5000 Followers but 10000 Following is not an influencer.

Don’t use #TeamFollowBack… Your Fans and Your Client can see right through it.

Rule #5Plan your Tweet

Schedule

Plan your tweet schedule according to the days your tweets perform best, & tweet more frequently on those days. But don’t overdo it. there’s an inverse relationship between tweet frequency & engagement, so the more you tweet per day, the less engaging your tweets may become.

Rule #6Smaller is Better

Tweets that contain fewer than 100 characters receive 17% higher engagement than longer tweets. And leave some room in tweets, if you don’t use all 140 characters, followers can add their own text either before or after your content

17% More Engaging

Bitch.

Rule #7Make sure your

links work

92% of all linking errors are caused by not inserting a space before the actual link, which forces users to copy and paste the link into a browser.

I don’t want to do that, do you?

Rule #8

Don’t overuse Hashtags

Hashtags increase engagement dramatically… But don’t over use them.

Rule #9Tweet images

Tweets with image links (via yfrog, instagr.am, Twitpic)etc have engagement rates 200% higher than those without.

Do use them once in a while!Images are sexy

people

http://yfrog.com/

http://www.pamorama.net/2012/06/09/using-instagram-for-marketing/

http://www.pamorama.net/2012/07/14/11-effective-twitter-strategies-for-brands/twitpic.com

Rule #10Be Fun

Twitter is the ultimate social network for prepubescent teenage girls.Be like them (Talkative) (Informative) and have a little Joie de Vivre…

Remember the three golden RULES.- Don’t schedule

tweets- Reply QUICK- Love your followers!Don’t be a Perv

though.


Marketing on Twitter Important considerations Making your Hashtag Trend Incentivizing users Making Reports

Marketing on Twitter Important Considerations

(Influencers) These are people with a large share of

voice on twitter (anyone with over 500 followers.

Develop relationships with influencers via your brand so that you can call on them to push your promotions

Make sure you take care of your influencers by giving them a prize or two once in a while even if their entries aren’t snappy enough.

Making your Hashtag Trend

Here is how Twitter figures out whether a topic is trending or not.


Trending Topic

Organic

Number of People

Geographic Reach

Sponsored

Show me the Money

Trends happen either if you pay for them ($100,000 a day) OR if Many people from different geographic locations are

tweeting.This is explained further along.


If Justin Bieber tweets once it will add more to a trend than if you tweet – Simply because his Klout on twitter is more (No. of Followers)

However if 1000 people (with a 100 followers each) from different countries use the same hashtag – It will trend quicker than Justin Bieber pushing a trend even though he collectively has more than 1 Million followers.

Incentivizing Users If you have a funny/Generic hash tag (For Eg. #ILuvBoobs) You will

get LOTS of entries However if you have a branded hash tag (Which you most likely

will) users will need a little prodding to participate This prodding is popularly known as FREEBIES

T-Shirts Passes Invites Key chains Contraceptives You get the drift

Freebies ensure your influencers and other users get in on the contest and make your activity successful!


Twitter ToolsTwitter Tools are as below Metric Tracking Tools

Social Bakers Twitter Counter Hash Tracking CrowdBooster

Scheduling Tools FutureTweets.com TweetDeck SproutSocial

Future Tweets and Tweet Deck Are FREEEEEEE – Create your Accounts TODAY!

A Quick Little Video to Run it all in! http://

www.youtube.com/watch?v=ygoqGfLBqFs

http://www.youtube.com/watch?v=ygoqGfLBqFs



QuestionsPlease do not hesitate to ask questions.

Questions about the conundrums of life and who made this mind blowing power point will not be entertained.

Pop Quiz!You will now be asked questions about Twitter at random, failing to answer correctly will result in ¼ of your Grades being donated to cancer research.

Take Home Project:This time next week we will expect you to have your own personal twitter account with 50 followers.